{"id":182,"date":"2011-07-15T22:10:29","date_gmt":"2011-07-15T22:10:29","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=182"},"modified":"2011-07-15T22:12:51","modified_gmt":"2011-07-15T22:12:51","slug":"white-papers-knowing-when-fewer-is-better","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/","title":{"rendered":"White papers: Knowing when fewer is better"},"content":{"rendered":"
\"Business<\/a><\/div>\n

One of our clients was in a collateral quandary recently. One to which, we’re proud to say we called attention.\u00a0 In the crush to create killer content about their technology, they had assigned us to generate a relatively generous number of technology white papers. \u00a0 As we drew closer to preparation, we grew concerned about quality vs. quantity.<\/p>\n

Now we are the first to cite the utility (read: value) of white papers, despite some claims that fewer of them are being downloaded these days.\u00a0 In the I.T. world, the workhorse white paper remains a standby of marketing. Customers expect them and read them (the good ones).\u00a0 And, admittedly, we welcome the opportunity to show off our chops. <\/a>In this instance, however, there simply was not enough <\/em>there to justify and support the volume documents originally called for.\u00a0 Upon closer scrutiny at our invitation, the functional VP agreed that as impressive and elegant as his products are, a smaller number of more comprehensive documents would suffice.<\/p>\n

How does your team decide when and if a white paper is justified?\u00a0 Are you publishing more of them today or fewer?\u00a0 Is the volume of downloads greater, smaller or about the same as a year or two ago?\u00a0 How does this compare to competitors?\u00a0 What’s the process you use to determine white-paper ROI?<\/p>\n","protected":false},"excerpt":{"rendered":"

One of our clients was in a collateral quandary recently. One to which, we’re proud to say we called attention.\u00a0 In the crush to create killer content about their technology, they had assigned us to generate a relatively generous number of technology white papers. \u00a0 As we drew closer to preparation, we grew concerned about […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52,36,30,53],"tags":[38,212],"class_list":["post-182","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-content-strategy","category-rx-for-content","category-white-papers","tag-content-strategy-2","tag-white-papers"],"yoast_head":"\nWhite papers: Knowing when fewer is better - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"White papers: Knowing when fewer is better - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"One of our clients was in a collateral quandary recently. One to which, we’re proud to say we called attention.\u00a0 In the crush to create killer content about their technology, they had assigned us to generate a relatively generous number of technology white papers. \u00a0 As we drew closer to preparation, we grew concerned about […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\" \/>\n<meta property=\"og:site_name\" content=\"The Write Stuff\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-15T22:10:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-07-15T22:12:51+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.dreamstime.com\/business-concept-young-woman-drowning-in-papers-thumb16459751.jpg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/#\/schema\/person\/ae2533696fae154a2fd11d04326ef5c6\"},\"headline\":\"White papers: Knowing when fewer is better\",\"datePublished\":\"2011-07-15T22:10:29+00:00\",\"dateModified\":\"2011-07-15T22:12:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\"},\"wordCount\":228,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.dreamstime.com\/business-concept-young-woman-drowning-in-papers-thumb16459751.jpg\",\"keywords\":[\"Content strategy\",\"white papers\"],\"articleSection\":[\"content marketing\",\"content strategy\",\"Rx for content\",\"white papers\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\",\"url\":\"https:\/\/www.write-angle.com\/thewritestuff\/white-papers-knowing-when-fewer-is-better\/\",\"name\":\"White papers: Knowing when fewer is better - 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